• The Marketing Process
• Situation Analysis
• Marketing Strategy
• Marketing Mix Decisions
• Implementation and Control

Marketing Strategy

Once the best opportunity to satisfy unfulfilled customer needs is identified, a strategic plan for pursuing the opportunity can be developed. Market research will provide specific market information that will permit the firm to select the target market segment and optimally position the offering within that segment. The result is a value proposition to the target market. The marketing strategy then involves:

• Segmentation
• Targeting (target market selection)
• Positioning the product within the target market
• Value proposition to the target market